All Points Blog
Our Opinion, Your Views of All Things Location

  • HOME

    About Us


    Contact Us

    Follow Us

    Feed  Twitter 


    All Points Blog

    Catching geospatial news that others miss. Delivered daily.

    Preview Newsletter | Archive

    << November 2006 >>
    S M T W T F S
          1 2 3 4
    5 6 7 8 9 10 11
    12 13 14 15 16 17 18
    19 20 21 22 23 24 25
    26 27 28 29 30    

Monday, November 06, 2006

Don’t Sell GIS; Sell Solutions

Peter Hind, writing at CIO (Australia) highlights the potential value of census data for business and how it’s not being used. He notes that it’s not about the technology, but the data, in this story.

A few years ago one CIO beautifully illustrated this point to me. His organization managed advertising billboards, and one of the regular questions the sales staff encountered was how well could the use of this advertising medium help marketers reach their desired demographics. The CIO’s idea was to chart the site of the company billboards into a geographic information system (GIS) and to overlay the census data on top of this. The result was the company sales staff could then pinpoint the population make-up in the vicinity of each billboard. However, the CIO did not sell his executive on GIS. Instead he sold them on the advantages of harnessing the census.

This is a good, but subtle point. GIS users often need to translate the technology sales pitch they received from software vendors to the specific advantages/solutions for their organization. This is not necessarily easy and in many cases those same GIS vendors can help.

by Adena Schutzberg on 11/06 at 07:18 AM | Comments | Bookmark and Share

More from Directions Magazine

All Points Blog Newsletter

Catching geospatial news that others miss. Delivered daily.

Preview Newsletter | Archive


Feed  Twitter 

Recent Comments

Publications: Directions Magazine | Directions Magazine India
Conferences: Location Intelligence Conference | .Map Conference | GEO Huntsville
© 2014 Directions Media. All Rights Reserved